Yili Guliduo "Spring Promoting Rural Revitalization" marketing project

With the Spring Festival approaching, the dairy brand Guliduo seeks to increase sales in China's second- and third-tier sinking markets, especially in the vast rural areas, where it contributes nearly 50% of the brand's sales. Therefore, Gu Li mostly needs to deepen the sinking attribute platform, carry out brand sinking rural marketing, and help the brand gain stronger popularity and influence in the offline market.

Case Details

Brand: Grain

Brand owner: Yili

Main Agency: Mindshare China

Main agency holding group: WPP

Launched on the market: Mainland China

Industry: Dairy

Media Channels: Influencers (Stars/Celebrity Spokespersons), Videos/Microfilms, Social Media

Background/Goals/Challenges (limited to 300 words):

In recent years, the overall market size of the neutral cereal milk category has shrunk and continued to show negative growth. Yili's cereal multi-brand business is under severe pressure, and it is also facing the competitive pressure of homogenization of category products. Gu Liduo tried a series of marketing projects...

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